The Grange College, Hoppers Crossing - VCE Design Students Presentation

Today I spoke with the VCE students studying at The Grange College in Hoppers Crossing. These are my rough notes that I used for the presentation. I have decided to publish them here so the Grange students and any other VCE students can use them as a reference. Good luck to all and feel free to contact me if you have any questions.

Client Role in Design Brief

• Varies for small business owner, marketing manager and communications coordinator.

• Will depend on how much input they want. A good graphic designer will manage the project and draw out the information from the client. There are often gaps that need to be filled through oral communication.

Evaluation of Design Brief

• Depends on the size of the company and level of importance of the project.

• When evaluating past work (from other designers), it’s likely to be very critical. Highlighting what can be improved should be done.

• It’s about the outcomes the client wants not just design as a visual expression. It’s likely they have a branding or marketing goal. Maybe they want more sales. Maybe they want their brand to be recognised. Clients tend to get excited when you start talking about their goals and what good design can produce for them. It’s all about them, not you as the designer.

Research Information

• Look at what others are doing in the same industry.

• Look across what others are doing in different industries.

• Look on what the client has done in the past.

• Look at what could be tweaked to produce a better result.

Alternative Approaches

• What do other similar industries do that you could introduce to your clients work?

• What different mediums could be used? Suggestions: Online/Print media, etc.

• Can something be repurposed for a different use? Maybe a lot of the hard work has already been done.

Refining Design Options

• Try to talk about the target market. It shouldn’t be about the client’s personal taste and preferences. However, in reality, these need to be considered and addressed.

• It’s about understanding the demographics of the market. It could be tested for feedback.

• Usually, you should develop a few options on which the client can provide feedback on.

Time and Budget Restraints

• Set a clear plan of what the client can provide to streamline the process. If they are writing the content or supplying photography, etc.

• If you get it right first time, this will save time and money for the client.

• You don’t need to charge for author’s corrections. If they can provide samples to help explain what they are looking for, it will also help. Just make sure you don’t copy anyone’s work.

Skills required

• Artistic, creative and technical skills are required. To keep up to date with latest trends watch what other designers are doing, etc. Think about the message that is being portrayed.

• Technical skills – Most designers work on a Mac and use Adobe Photoshop, Indesign and Illustrator. If they do web design, they probably use Dreamweaver and Flash.

• An understanding of the print process is important so files are set up in a way for them to print well. It’s not just like a home printer where you hit print and it’s done. - - An understanding of how the web works and its limitations is also important for web design.

• You also need the ability to work with other creative people such as writers, photographers and illustrators, etc. Often the graphic designer will need to manage all of the other people working on the project, although sometimes there will be a project manager.

Computers

• Almost everything is done on computer now but hand drawn skills, etc., may sometimes be important.

• Stock images were once very expensive but websites like istockphoto.com have brought the prices way down, and they can help streamline the design process.

Communication

• It can be hard to describe in words what you imagine visually in your mind. As a graphic designer you need to be good at drawing the information out of clients and getting as much clarity as you can.

Stages of the Design Process

• Depends on the size of the job. There will be the concepts stage where a few ideas will be developed. The client provides feedback and you adjust the designs accordingly until they are happy. Once they are happy you prepare the finished art for print or get the files ready for the programmer (or do it yourself).

• Ask the client how they intend on measuring the outcome of the project. If it’s not really measurable, ask them how they will assess its success. Understanding where they are coming from and what they intend to produce will help you design in a way that achieves their goals and explain why you have designed what you have done. You need to be good at explaining the reasons behind your every concept or idea.